Adidas – rise to the challenge of Facebook

Saskia BräunlichWeb Application – KH Leuven

2Adidas Social Network Facebook Conclusion

Adidas – Rise to the challenge of Facebook

Content of table

1 Adidas Group

2 Social Network - Facebook

3 Facebook – Adidas Original

4 Conclusion

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Company• Head quarter: Herzogenaurach (Nuremberg/Germany)• Employees: 31.344• Sales: 10,299 Billion Euro (2007)• Products: sport apparel

1 Adidas Group

Adidas Social Network Facebook Conclusion

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1 Adidas Group

Guidelines:• Design, quality, image of the products

→ reach the desire of the consumer

• Leading in innovation and design→ best support of athletes

• Social and ecological company with a sense of responsibility

Goal: Arousal of consumer interest

Adidas Social Network Facebook Conclusion

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2 Social Network - Facebook

Facebook: High user engagement

Fulfillment of two human needs

SHARINGSharing of information & feelings

↓Messages can be exchanged

Pictures can be published↓

Fulfillment of talkativeness

FOLLOWINGWant to see information

about other people↓

„We are all spectators“

Adidas Social Network Facebook Conclusion

Social structure made of nodes

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2 Social Network - Facebook

Companies

Looking at published consumer opinions

Supporting of „word of mouth“ advertising

Become part of the conversation→ Give the opinion leader something to click

• Arrangements• Groups• profiles

Adidas Social Network Facebook Conclusion

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2 Social Network - Facebook

Strong arguments

Amount of users, who are using social networks:

• ¾ of 15 – 24 year old users• 68 % of 25 – 34 year old users

• Worldwide 140 million active users

• The average user has 100 friends

• Every day more then 2.5 million users become fans of a site

Adidas Social Network Facebook Conclusion

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3 Facebook – Adidas Originals

Starting position - a new campaign:

„Celebrating 60 Years of Soles and Stripes – be original!“

• Facebook• YouTube

Target group uses Facebook & YouTube Goal: to create a community of customers

Identification with the brand

Adidas Original House Party

Adidas Social Network Facebook Conclusion

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3 Facebook – Adidas Originals

Communication Tools:

• Page / Profile

• Groups

• Events

• Applications

Adidas Social Network Facebook Conclusion

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3 Facebook – Adidas Originals

Structure of profile - wall

• Amount of fans

• All Content, Links, Events …

•

• Links posted by fans

Adidas Social Network Facebook Conclusion

Fan area

News Feed

Link to “Your Area”

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3 Facebook – Adidas Originals

Fans of Adidas Original:

”Traffic” at the page of Adidas Opportunity to share promotion

across the member networks

Results:• Fans: 1.935.371• 13.05.2009: +5,985 (+0.31%)• 11.05-17.05.09: +21,287 (+1,11%)

3rd largest fan site of Facebook

Source: PageData

Adidas Social Network Facebook Conclusion

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3 Facebook – Adidas Originals

Reactions to announcements:

a) Comment: positive or negativeb) „I like it“: positivec) Sharing with friends: positive

Support of conversation about

brand/product/arrangements

Wall: News feed (Events, Links, Applications, Promotion)

Adidas Social Network Facebook Conclusion

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3 Facebook – Adidas Originals

„YOUR AREA“ Appeal to a local audience:

• Local content, events, promo

• Featuring products/people

• Tweeter feed about products

• Links to local stores

Presence of the brand Local stores can target their specific fans

Adidas Social Network Facebook Conclusion

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3 Facebook – Adidas Originals

Share

• Facebook application• Let companies promote

events, products, photos, groups, links…

Adidas Social Network Facebook Conclusion

News / Comments

Product description

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3 Facebook – Adidas Originals

Sharing – News/Comments • Every new post by Adidas from the news feed of Adidas

Will be at the news feed of the fan site

Fan will be informed without looking at thepage of Adidas

• Every new post of the fan at the news feed of AdidasWill be a) at his profile

b) at the highlights of his friends (mini-feed)

Visitors or friends of fan will recognize Adidas

Adidas Social Network Facebook Conclusion

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3 Facebook – Adidas Originals

Sharing - Product description:• Links to the catalogue at website

of Adidas

New function: • Post products of a new collection at fan

profile • Share favorite products with friends• Link at the picture to the website of

Adidas

• Presentation of products• Opportunity to gain new customer

Adidas Social Network Facebook Conclusion

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4 Conclusion

Advantages

• Boost of branding presence

• Generate consumer insight

• Listen to the audience

• Real dialogue with customer

Adidas Social Network Facebook Conclusion

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4 Conclusion

Disadvantages

• Unknown how many people converting into a sale

• Identity has to be managed and monitored

• Leader in creating groups and event pages

• Negative comments complaining

Adidas Social Network Facebook Conclusion

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4 Conclusion

Personal Reflection

+ Adidas can strengthen their presence in the target group

More difficult to preserve a customer

Local approach

- No proof, that fans of Adidas Original will buy clothes

Facebook is a huge hype, Adidas can not ignore it

Adidas Social Network Facebook Conclusion

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Thank you for your attention!

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Adidas – Rise to the challenge of Facebook

Adidas Social Network Facebook Conclusion